Aegean Apparel heads to the beach

Sleepwear maker Aegean Apparel is entering the beach towel and bath set categories, with a debut line of product set to ship in spring.

The 12-year-old company has already been working with other suppliers and some catalogs on private label towels, said Juliane Pelfrey-Fiely, account representative, who heads up the home initiative.

"We decided that it was time to expand our company and bring Aegean's innovative fun fashion to the towel industry," she said.

The beach towels will use best-selling designs from Aegean's line of applique robes, and will launch in approximately 40 novelty designs. Aegean also will offer a broad solid color line as well as a double jacquard line with 15 designs. Beach towels retail around $28.00.

Bordered Turkish bath towels are sized 52" x 30" and are available in 25 colors. The collection is sold in boxed sets containing a bath towel with designer dobby, two hand towels and three square-edges washcloths at a $29.99 retail.

"Our primary target is department stores," Pelfrey-Fiely said. "However, Aegean Apparel also works with a wide variety of specialty boutiques as well as others."

In addition, Aegean will target the hospitality market.

The company will show the collection during the February New York Mini-Market at its New York showroom at 171 Madison Avenue.